"Someone compared the Apple App Store to the warehouse at the end of The Raiders of the Lost Ark - full of magnificent treasures but impossible to find anything - and with the App Store, it's like looking at it through a letterbox."
Oliver Birch, the founder of new marketing agency PlayReplay, is clearly sceptical of online communities discovering and promoting the best games to their peers. "Build it and they will come?" he asks. "I'd love that to be true."
Of course, he wouldn't really.